The ongoing pandemic has taken its toll on the music and event industry and clubs around the world have been forced to close their doors for good. Last year, Tavastia, one of the oldest rock clubs in Europe celebrated its 50th anniversary and their celebratory plans were cancelled. Since they could not invite people to the club they decided to bring it to people’s homes – launching a Backstage collection together with Vallila Interior, a Nordic design company. The upcoming collection brings an exact replica of the backstage wall to people’s homes.
Since its opening in 1970, Tavastia has had the privilege to host both domestic and international artists such as Foo Fighters, The Cardigans, Nick Cave, 50 Cent, Ellie Goulding, Post Malone and Florence and The Machine. During its 50 years of business Tavastia’s iconic backstage has been signed by everyone who has performed there. During this time the backstage has become something of a legend amongst the industry and music enthusiasts.
Tavastia had big plans for their anniversary but the pandemic came in the way. Since they could not invite people to celebrate at the club, they decided to bring the club to the people. They are launching a Backstage collection together with Vallila Interior, an industry leading Nordic design company. The upcoming collection brings an exact replica of the backstage wall to people’s homes as duvet covers, pillow cases and accessories.
”Tavastia’s backstage has reached an iconic status both in domestic and global music industry and now we have a chance to make it available for anyone. It’s our way of giving back to the people who have supported us all these years” said CEO of Tavastia, Juhani Merimaa.
The upcoming Backstage collection is a part of Tavastia Hall of Nature, a project aiming to raise money for the Finnish Natural Heritage Foundation, a non-governmental organisation promoting the protection of primeval forests. As a part of this project Tavastia aims not only to raise funds for the foundation but are also looking to purchase and protect their own piece of old primeval forest.
“The collaboration with Vallila Interior was launched as a part of the Tavastia Hall of Nature -project during which we wish to rethink our role in fighting and solving the climate crisis. As a culturally significant venue we strongly believe that our corporate responsible has to be extended beyond the walls of our club”, continued Merimaa.
This is why 10% of the upcoming collections profits are directed to the Hall of Nature -project. The collaboration with Vallila Interior began in late 2020 and the Backstage collection will be available in stores in 2021.
When the chance to collaborate with the legendary and well-loved rock venue Tavastia presented itself we were immediately interested. We came up with an idea of making a fabric print of the backstage walls, that are covered with signatures and notes from musicians all around the world. To be able to bring a piece of something with such cultural significance to Finnish homes – that’s just wonderful”, said Anne Berner of Vallila Interior.
Vallila Interior is known both in Finland and globally for their collections executed together with artists such as Zoltan Popovitz and Howard Smith. Their previous well known designs have been based on photographs by Philip Lászlo and Caj Bremer and also works of Erik Bruun. The upcoming collection consists of products such as duvet covers and curtains.
First batch of the Backstage collection will be available in spring 2021.